Carmién Tea is a pioneering leader in the Rooibos Tea field. They have established themselves as a producer and supplier of quality tea products in South Africa and exports to countries around the globe.
Cultivate was asked to do a packaging refresh of Carmien’s existing ranges. The aim of the project was to build on the existing brand, while keeping in mind that the new packaging had to be extensible to accommodate their multiple products.
By focussing on being clear about the product and keeping the design clean and simple, we came up with a creative solution that clearly stands out from its competitors.
By moving the branding to the top of the pack and display it as a tab, emphasis was subtly placed on the ingredients, and the descriptors became clearer.
Time was put into designing the additional graphics in ways to highlight special ingredients. This was done to communicate functionality and transparency to the consumer.
